Silverstone x Hilton 2025
To celebrate Hilton’s 20-year partnership with McLaren, we activated on the ground and the week leading up to the Formula 1 British Grand Prix at Silverstone, not just with buzz-worthy hero content, but also with a real-time, responsive strategy on TikTok that put The Stay at the center of every moment. I led the end-to-end content strategy for this activation, owning the real-time TikTok plan from concept through execution. I attended the race, captured all on-site content, and edited and published in real time throughout race week.
CLIENT
Hilton
CONTRIBUTION
Social Media Director, Content Producer, Editor
LOCATION
London, England
YEAR
2025
Creative Approach: Building for Real-Time Speed
How We Engineered for Real-Time Magic
Before a single engine revved, my Responsive team spent the month leading into Silverstone designing a creative game plan built for speed.
We built a Race Weekend playbook stocked with:
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Pre-concepted content ideas tied to trends, culture, F1 rituals, and Hilton brand moments
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Pre-written copy + caption frameworks
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Pre-cut sound selects aligned with trending TikTok audio
This prep gave us a north star and a toolkit so once we touched down on property, we weren’t guessing.
Instead, we could capture moments as they happened and post instantly, letting Hilton show up just as fast as fans were refreshing
their feeds.
The Results
Throughout the week, engagement on our TikTok content surged, with triple-digit percentage increases in likes, comments, and shares for our channel across the 14 videos posted during race week. The content generated 6.4M total views, 131K engagements, and a 310% increase in likes month over month.
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14 TikToks Posted
6.5M Views
135K Engagements
